If you are selling the same thing as everyone else, maybe you’d lose some business. But what if you sold something different and better that people would love more than what anyone is selling now?
This question is what drives the standard of living for humans on earth higher and higher. Free market capitalism. Competitors trying to outdo each other to win over customers by providing better and better value, solving more and more problems, (for less and less money).
How can you beat your competitors by lowering your costs and charging less?
How can you beat your competitors by adding value and charging more?